摘要：Online shopping is said to be easy, fun, and time saving. Yet, the real experience is often different from that predicted. What is the reason for this? What are the obstacles to online applications? We develop scenarios about the relative importance of value and trust in online shopping. Empirical analysis of a survey of 220 consumers shows that both value and trust are vital to consumers’ intentions with respect to online shopping. In particular, security is the key factor to trust, while playfulness plays a relatively important role in consumer perceived usefulness of online shopping. These findings imply that a website should implement a set of comprehensive security mechanisms and, at the same time, continually improve the consumer’s experience of playfulness.
